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Marketing Quick Tips
Writing Good Headlines
1. Get Inside John Smith's Brain: The surefire best way to write a great headline is to figure out what thoughts are going on inside your prospects' brains; then extract those thoughts and put them on paper. To do this, find out what his biggest problems, frustrations, and annoyances are (with regard to what you sell), then discover what your prospect says about that. For instance, if you're a plumber, one thing John Smith is thinking about in terms of plumbers is "I hope I don't have to sit around all day waiting for the stupid plumber to get here!" Boom - there's a great headline. Extracted right from his brain.
2. Read The Tabloids: Looking for some good headlines that interrupt and force people to read? Go to the grocery store and stand in the checkout lane and read the tabloids. Granted, the headlines are unbelievable, but you can find some pretty interesting ways to phrase things people are actually thinking.
3. Be On The Lookout At All Times And All Places: Get your scissors and glue out; time to play cut and paste. Take the Sunday newspaper and look through all of the ads and news articles. See any headlines that really catch your eye? Cut them out and paste them in a notebook. Now you have your very own "headline bank." Next time you need a good headline, open your notebook and let these verbal nuggets spur your thinking.
4. Ask John Smith What He Thinks: Before you get too excited about a headline you've written, slow down and put an extra safeguard in your marketing process. Take your top 5 (or 10 or 30) headlines and write them on 3 x 5 note cards, one per card. Then show the headlines to as many people as you can find who are willing to take your little test and ask them which one strikes them the most. Only show 5 at a time, then put a "tick" mark on the back of the one that is chosen. If you have more than one group of 5, repeat the test with each group of 5, then ask which of the "winners" they like best. Do this with 15 to 20 people and you'll almost always see patterns emerge. This ought to tell you something...
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